High-level information architecture of the new shopping experience
We created an entire shopping ecosystem
The focal point of the shopping experience, the storefront, was massively simplified to reduce information overload. Yet, we introduced tools to allow users to filter products by popular features like heart rate, or take a quiz to understand the best product for them. The addition of dedicated product detail pages vastly expanded the opportunities for marketing and data capture. Plus, we reiterated the awesome benefits of shopping on Fitbit.com on every page.
(And, we did it all simultaneously with the launch of the Fitbit Blaze and Fitbit Alta families.)